Editorial- The six principles of digital advertising.

The article looks at digital advertising on the Internet and discusses six principles of digital advertising that can be used in new media. Three of the six principles are related to understanding the consumer such as their concern about spam and privacy and the importance of trust between marketers and customers. Two principles are associated with executional factors related to the design of the advertisement or commercial such as using a digital design that focuses on interactivity or creating an entertaining advertising message. The last principle which relates to advertising philosophy is that effective new media messages build the brand.